Buy online, pick up in store (BOPIS) or curbside pickup play a significant role lifting the median conversion rate for omnichannel retailers.

One interesting statistic we noted among the Top 500 was the role omnichannel services have played recently in boosting the median conversion rate in digital sales.

The Top 500 retailers that offered omnichannel services such as buy online, pick up in store (BOPIS) or curbside pickup saw a median conversion rate of 3.73% in 2021. That’s considerably better than the 2.90% median conversion rate among retailers without omnichannel services.

As the industry saw the positive response shoppers had to omnichannel services during the pandemic, the number of retailers that offered them skyrocketed.

In a pre-pandemic 2019, only 10.1% of Top 500 retail chains offered curbside pickup of online orders. In 2021, that had grown to 62.3%. More store-based retailers also added other omnichannel features during the pandemic. There was a big increase in those enabling consumers to make online appointments for in-store visits. Similarly 23.9% of retail chains in the Top 500 in 2021 offered the ability to make real-world appointments, and a whopping 78.3% of retail chains offered BOPIS in 2021.


The near-ubiquitous nature of BOPIS among retailers was no doubt a factor in Amazon’s decision in 2021 to offer its own BOPIS service. Third-party sellers on the Amazon marketplace can now offer BOPIS and delivery services from their own brick-and-mortar operations.

Under the “Local Selling” initiative announced Oct. 21, 2021, the marketplace would serve as a sales and payment platform, but retailers would handle fulfillment. Shoppers in specific zip codes can buy items from marketplace sellers on and choose same-day pickup at the seller’s local store or delivery.


More Charts & Data Stories

This chart is derived from the analysis in our 2022 Top 500 Report. We add new content regularly. Check back soon for more Charts & Data Stories

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